What does a Social Media Specialist do?
A social media specialist is an individual who is responsible for creating and administering content on all social media platforms to build an audience and ensure customer engagement. By using platforms such as Facebook and Twitter, social media specialists must create content that resonates with the interests of the intended audience. They are required to understand social media metrics so that they can use the information to ensure success in their social media strategy. Social media specialists must also work with industry professionals and influencers via social media to create a strong network.
Social media specialist responsibilities
Here are examples of responsibilities from real social media specialist resumes:
- Develop and manage blogger outreach program and KPIs.
- Assist in managing the social network pages (Facebook/Twitter) as well as editing the site.
- Create, curate, and manage all publish content (images, video and written).
- Develop and help manage online links and search engine optimization (SEO) efforts to drive traffic to sites
- Manage social media properties (Facebook, YouTube), including daily monitoring, posting, and content development.
- Manage $15- $75K monthly PPC budget for 90 interactive agencies, totaling $24M annual ad spend.
- Manage social media presence and engage the community of students and recruiters on platforms (Facebook, twitter, Tumblr).
- Manage Facebook and Instagram advertising including creative development, audience selection, and performance tracking.
- Brand awareness Facebook advertising campaigns including ad concept pitching and full campaign implementation and monitoring.
- Handle all social media relate tasks utilizing HootSuite.
- Increase online activity by scheduling social media post via HootSuite.
- Maintain all advertisement on social media Facebook, snapchat and ig
- Develop new SEM campaigns and improve efficiency of existing campaigns through Google Adwords.
- Prepare PowerPoint presentations that identify non-compliance content by all association clubs, and agents.
- Set up and optimize company pages within each platform to increase visibility and track KPIs.
Social media specialist skills and personality traits
We calculated that 8% of Social Media Specialists are proficient in Social Media Marketing, Instagram, and Digital Marketing. They’re also known for soft skills such as Problem-solving skills, Speaking skills, and Writing skills.
We break down the percentage of Social Media Specialists that have these skills listed on their resume here:
- Social Media Marketing, 8%
Coordinate and implement social media marketing communication projects with responsibilities that include social media advertising and creating brand awareness online.
- Instagram, 8%
Communicate with client's members via Facebook, Twitter, InstaGram, Google Plus.
- Digital Marketing, 7%
Consulted clients on digital marketing strategy and developed successful campaigns and collateral.
- Facebook, 7%
Prepared Facebook recommendations for increased engagement for urban street-wear/lifestyle blog including best practices, sample content and contest ideas.
- Twitter, 6%
Adopted then-emerging social media platforms Facebook and Twitter to facilitate day-to-day engagement.
- Social Media Management, 5%
Researched and established social media management platform and corporate social media policy.
"social media marketing," "instagram," and "digital marketing" are among the most common skills that social media specialists use at work. You can find even more social media specialist responsibilities below, including:
Problem-solving skills. The most essential soft skill for a social media specialist to carry out their responsibilities is problem-solving skills. This skill is important for the role because "public relations specialists sometimes must explain how a company or client is handling sensitive issues." Additionally, a social media specialist resume shows how their duties depend on problem-solving skills: "respond to customer inquiries and find resolutions related with billing, network coverage and technical is- sues via social network. "
Speaking skills. Another soft skill that's essential for fulfilling social media specialist duties is speaking skills. The role rewards competence in this skill because "public relations specialists regularly speak on behalf of clients or their organization." According to a social media specialist resume, here's how social media specialists can utilize speaking skills in their job responsibilities: "researched and presented plan of execution of how to use and utilized pinterest for recruitment purposes. "
Writing skills. Another skill that relates to the job responsibilities of social media specialists is writing skills. This skill is critical to many everyday social media specialist duties, as "public relations specialists must be able to write well-organized and clear press releases, speeches, and social media posts." This example from a resume shows how this skill is used: "manage daily activities of multiple social media accounts, including writing responses to be used across multiple social networks. "
Organizational skills. A big part of what social media specialists do relies on "organizational skills." You can see how essential it is to social media specialist responsibilities because "public relations specialists are often in charge of managing several events or communications at the same time, which requires excellent skills in coordinating arrangements." Here's an example of how this skill is used from a resume that represents typical social media specialist tasks: "monitored organizational channels using hootsuite, tracking user activity, trending topics, and chatter, and identifying top influencers. "
Interpersonal skills. Another common skill required for social media specialist responsibilities is "interpersonal skills." This skill comes up in the duties of social media specialists all the time, as "public relations specialists deal with the public and the media regularly." An excerpt from a real social media specialist resume shows how this skill is central to what a social media specialist does: "utilized my interpersonal skills by providing great customer service answering phones and scheduling lessons for the golf instructors. "
The three companies that hire the most social media specialists are:
- CTG234 social media specialists jobs
- Thermo Fisher Scientific18 social media specialists jobs
- Ansys12 social media specialists jobs
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Compare different social media specialists
Social media specialist vs. Communications associate
A communications associate is responsible for assisting with writing and communication projects and tasks within an organization. They are responsible for planning and implementing communication strategies, overseeing the company's media promotion, and editing and proofreading communication materials and texts. As a communications associate, you will be most likely to manage an organization's online presence by developing, updating, or revising its website and creating copy for social media. You also must cultivate and consolidate good media relations, and oversee the company's promotion campaigns and advertising.
There are some key differences in the responsibilities of each position. For example, social media specialist responsibilities require skills like "social media marketing," "digital marketing," "social platforms," and "social channels." Meanwhile a typical communications associate has skills in areas such as "patients," "project management," "administrative tasks," and "photoshop." This difference in skills reveals the differences in what each career does.
Communications associates tend to make the most money working in the finance industry, where they earn an average salary of $63,395. In contrast, social media specialists make the biggest average salary, $52,527, in the professional industry.The education levels that communications associates earn slightly differ from social media specialists. In particular, communications associates are 3.9% more likely to graduate with a Master's Degree than a social media specialist. Additionally, they're 0.7% more likely to earn a Doctoral Degree.Social media specialist vs. Public relations coordinator
A public relations coordinator is responsible for developing brand awareness for the organization's brand image. Public relations coordinators work closely with the marketing department to manage marketing campaigns, mainly social media platforms and events, promoting the organization. A public relations coordinator assists with press releases, media coverage, investor relations, and responding to clients' inquiries and concerns. Public relations coordinators also analyze current market trends to identify business opportunities that would meet public demands. They must have excellent communication skills, as well as be highly organized with meeting deadlines under minimal supervision.
While some skills are similar in these professions, other skills aren't so similar. For example, resumes show us that social media specialist responsibilities requires skills like "social media marketing," "digital marketing," "customer service," and "social platforms." But a public relations coordinator might use other skills in their typical duties, such as, "press materials," "press clippings," "press kits," and "fact sheets."
On average, public relations coordinators earn a lower salary than social media specialists. Some industries support higher salaries in each profession. Interestingly enough, public relations coordinators earn the most pay in the health care industry with an average salary of $48,390. Whereas social media specialists have higher pay in the professional industry, with an average salary of $52,527.In general, public relations coordinators achieve similar levels of education than social media specialists. They're 0.0% more likely to obtain a Master's Degree while being 0.7% more likely to earn a Doctoral Degree.What technology do you think will become more important and prevalent for Social Media Specialists in the next 3-5 years?
Kim Smith Ph.D.
Assistant Professor, St. Norbert College
Social media specialist vs. Communications coordinator
A communications coordinator is responsible for overseeing the communications department's operations, developing the brand image, and monitoring press releases, company articles, and other related marketing materials for business promotion and visibility. Communications coordinators actively interact with existing and potential clients, negotiate contracts, and build profitable partnerships. They also develop strategic procedures for creating the business' online presence, organizing promotional events, and media conferences. A communications coordinator must have excellent communication and organization skills to maintain a good reputation and customer satisfaction.
Some important key differences between the two careers include a few of the skills necessary to fulfill the responsibilities of each. Some examples from social media specialist resumes include skills like "social media marketing," "digital marketing," "social platforms," and "social channels," whereas a communications coordinator is more likely to list skills in "patients," "community events," "community outreach," and "community engagement. "
Communications coordinators earn the highest salary when working in the government industry, where they receive an average salary of $46,362. Comparatively, social media specialists have the highest earning potential in the professional industry, with an average salary of $52,527.When it comes to education, communications coordinators tend to earn higher degree levels compared to social media specialists. In fact, they're 5.0% more likely to earn a Master's Degree, and 0.5% more likely to graduate with a Doctoral Degree.Social media specialist vs. Media consultant
A media consultant is responsible for coordinating with different people and groups to boost brand awareness and promote the brand image to the public through media communication. Media consultants work closely with the marketing or public relations team to conduct press releases, develop media campaigns, and advise executives with their speech during interviews and other related public appearances. They may also handle social media platforms, analyzing the current trends to meet the public's demands and interests.
Types of social media specialist
Updated January 8, 2025
